116-0330/01 – Marketing Communication (MK)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Pavlína Kozáková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
Study languageCzech
Year of introduction2009/2010Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
PAW031 Ing. Pavlína Kozáková, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VIL0054 Ing. Miriam Vilášková
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences

1. To outline the elements of marketing communication mix. 2. To design an optimal structure of marketing communication mix for a product within the consumer market. 3. To set up a plan for marketing communication activities. 4. To assess the marketing communication efficiency by means of measuring ang testing. 5. To judge the content of marketing communication activities in light of legislation and ethics.

Teaching methods

Lectures
Tutorials
Project work

Summary

This cours deals the marketing communication mainly within the consumer markets. It is focused on theoretical terms identification as well as on development of creativeness and ability to solve practical problems from the area of marketing communication planning, managing and evaluation.

Compulsory literature:

BLYTHE, Jim. Essentials of Marketing Communications. 3rd Edition. Harlow: Pearson Education Limited, 2006. 352 s. ISBN-13: 978-0-273-70205-4. CLOW, E. Keneth a Donald BAACK. Integrated Advertising, Promotion, and Marketing Communication. 4th Edition. Pearson Prentice Hall, 2010. 478 s. ISBN 978-0-13-815737-1.

Recommended literature:

LANE, R., K. KING a T. RUSSELL. Kleppner's Advertising Procedure. 18th Edition. Pearson Prentice Hall, 2011. 840 s. ISBN-13: 978-0136110828. MORIARTY, S., N. MITCHELL a D. W. WELLS. Advertising. 8th Edition. New York: Prentice Hall, 2009. 688 s. ISBN-13: 9780132224154.

Way of continuous check of knowledge in the course of semester

Individuální a týmové řešení případových studií, prezentace týmového semestrálního projektu, zápočtový test, kombinovaná zkouška – písemný test a ústní zkouška.

E-learning

Další požadavky na studenta

Psychology is the prerequsite.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing communication development and principles. 2. Integrated marketing communication. 3. Targets and target groups of marketing communication. 4. Advertising I. 5. Advertising II. 6. Public relations and sponsoring. 7. Sales promotion. 8. Personal selling. 9. Direct marketing. 10. Trades and exhibitions. 11. Contemporary trends in marketing communication. 12. Marketing communication planning. 13. Assessment of marketing communication efficiency. 14. Institutional and legislation framework of marketing communication.

Conditions for subject completion

Full-time form (validity from: 2018/2019 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  30
Mandatory attendence parzicipation: 50% of participation on the seminars

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2012/2013 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2012/2013 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2011/2012 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2010/2011 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner